/ February 12, 2013

Making mobile mandatory

The Internet Advertising Bureau (IAB) has declared its mission for 2013 is to ‘make mobile mandatory’.

This comes after a recent study by the trade body found that 66 percent of mobile phone owners in the UK (32.7m) use their mobile device to access the internet every month. The survey – which used Google’s ‘Get Mobile Meter’ tool to analyse the web pages of the top 100 UK advertisers – also showed that 57 percent of these advertisers now have an optimised site – that’s a 37 percent increase in the last six months and a whopping 54 percent rise overall.

The research identified the sectors with the most significant percentage increase in mobile marketing. They were: FMCG (up 267 percent); media (up 150 percent); and technology and telecoms (up 150 percent). When looking at the sectors with the greatest degree of mobile optimisation, FMCG comes top again, suggesting that a mobile-optimised site is a top priority for this sector.

In light of this, the IAB predicts that 2013 could be the first year that consumers spend more time online via mobiles and tablets than on a PC. And the fact that figures show 69 percent of consumers believe their use of mobile devices would grow dramatically by 2015 certainly supports these findings and suggests this is a long-term trend.

So it’s clear then that using mobile marketing to engage with consumers on the move, wherever they are, is vital to every company’s bottom line. If you’re in need of a review of your mobile representation and want help formulating a strategy to capitalise on this rapidly expanding revenue opportunity, call us on 01603 252555.

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